Varuhuset Femman

Keep a Friend Warm

Agency: Dedicate


This winter campaign is a collaboration between the Femman department store and Stadsmissionen, a charity for the homeless, both in Gothenburg, Sweden. The ” Keep a Friend Warm” campaign urges Gothenburgers to leave their unwanted winter clothes at a temporary counter in the Femman entrance hall. The clothes are then redistributed by Stadsmissionen among the freezing homeless of the city. The campaign consists of print ads, billboards and guerilla activities (free winter clothes were hung on billboards). It follows the basic long-term concept of Femman’s marketing: the use of the store’s employees as models. This time, the model was Patrick Ocampo from the MQ shop in Femman.

This professional campaign titled 'Keep a Friend Warm' was published in Sweden in October, 2010. It was created for the brand: Varuhuset Femman, by ad agency: Dedicate. This Outdoor medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted almost 13 years ago.


Advertising Agency: Dedicate, Gothenburg, Sweden
Creative Director: Klas Ekstrand
Art Director: Marc Zacharoff
Copywriter: Nina Janowicz
Photographer: Jonas Lundberg
Project Leader: Helena Wallskog
Production Manager: Veronica Jensen
Final Art: Michael Winnerholt
Styled: Kristin Brulay


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